How Agri-Pulse Unified Audience Data to Drive Webinar Revenue
The Problem
Agri-Pulse, a leading B2B agricultural news publisher, faced a challenge familiar to many paid media organizations: their audience data resided in disconnected systems. Content articles post from ePublishing Continuum CMS, email performance sat in Mailchimp, Banner ad data ran through YourBow, and webinar activity was managed separately in Zoom. The Agri-Pulse team took multiple steps to holistically see who is engaging across every channel.
Solutions and Tactics Applied
Agri-Pulse implemented ONEcount as their Customer Data Platform (CDP), creating a single source of truth by unifying all data silos into one consolidated audience data repository. By streamlining their workflow and processes, they were able to accelerate multi-channel marketing execution at scale.
Native Zoom Integration
Rather than managing webinar registrations in a separate workflow, the team leveraged ONEcount’s native Zoom integration to create and manage webinars directly as ONEcount products. Registration forms — built inside ONEcount’s Form and Landing Page Builder — automatically pushed attendee data into Zoom. Webinar engagement metrics (attendance, participation duration, drop-off) were then pulled back from Zoom daily and surfaced inside ONEcount’s Business Intelligence (BI) dashboard, giving the team a real-time, centralized view of event performance alongside all other channel data.
Friction-Free Registration with Pre-Populated Forms
ONEcount’s Form Builder enabled Agri-Pulse to pre-populate registration fields for known users, dramatically reducing the friction of signing up. For new or unknown visitors, targeted pop-ups served alongside webinar landing pages converted anonymous traffic into identified audience members — expanding the team’s known universe and improving the quality of the sponsor lead file.
Hyper-Targeted Promotion via Segmentation
In addition to promoting webinar to their email list, the Agri-Pulse team used ONEcount’s advanced segmentation engine for targeting Call-to-Action (CTA) on-site pop-ups campaigns to promote subscription offers, increase on-demand webinars, and in-person event attendance.
The End Result
The impact was measurable across every dimension that matters to a paid B2B publisher. Webinar registrations increased, driven by reduced form friction and precisely timed pop-ups reaching the right segments. Audience identification rates improved as anonymous visitors were converted into known users, expanding Agri-Pulse’s addressable audience for future campaigns. Webinar sponsors received quality leads. Marrying all audience member’s engagement history across web, content, email, banners, and events—fully captured in ONEcount translated directly into sponsor confidence and revenue.
Behind the scenes, the transformation was just as significant: manual effort gave way to streamlined workflows and processes, and marketing execution accelerated as a result. Four platforms, one source of truth, and a team freed up to focus on journalism and client relationships instead of data reconciliation.
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